Ghana: Muse Media Networks partners with Akwaaba Magic TV

Muse Media Networks is owned by the Ruddy Kwakye-led Rave Group. Founded in 2015, Muse is a multi-platform urban music, culture and lifestyle brand targeting young people.

A press statement says the Baajo! deal is the first of a number of partnerships between the two companies, which will be announced in the coming months. The programme is dedicated entirely to Ghanaian music and will be broadcast in 48 African countries. Baajo! is Ga for ‘come and dance’.

Muse Media Networks commercial manager Randy Walker says the programme is an “invitation to the millions of people we’ll be reaching across the continent to come, explore and enjoy matchless Ghanaian music.”

“For our talents, it’s time to put their best foot forward as they brace up to capture the African and global audience. And for the fans, it’s time to party to Ghanaian music like they never heard,” he said.

Launched in March and owned by pay-TV operator M-Net, Akwaaba Magic offers a mix of locally produced content for the Ghanaian market, including music, documentaries and reality shows.

Channel head Kennedy Dankyi-Appah said Baajo! “aligns perfectly with our channel positioning,” and emphasised his excitement “to be part of this vehicle that will be pushing the best of music programming from Ghana to the rest of Africa.”

“I’m optimistic that our artists will milk this while treating it as a shot to total African dominance,” he added.

Baajo! will premiere on Akwaaba Magic (DStv channel 150) and airs weekdays from 5.30pm CAT.